The Content Marketing Revolution

Law360, New York (November 23, 2010, 1:55 PM EST) -- If you have spent even a little time pondering business development in the Age of Information, you’ve undoubtedly heard of the concept “content marketing.” As it happens, the idea is not a new one. It refers to promoting your firm and its attorneys through the creation of content that engages your client base. That newsletter on bankruptcy law, that free seminar on product recalls, that law journal article on liability insurance — they are all prototypes of content marketing. When done right, it is an extremely...